Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Make Customers Go Nuts for Your Offers

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Customer loyalty is more
important than ever before. Consumers have multiple suitors fighting for their
loyalty, which makes enticing and maintaining customers even more difficult. To
rise above the noise—consumers see at least 247 images per day—companies should be implementing effective
loyalty programs that make customers feel special and create a personal bond with
your company. Email marketing and loyalty programs are powerful tools to
accomplish this goal.

Loyalty programs can help drive a
wedge between competitors and encourage customer devotion, and therefore,
revenue. Take Starbucks, for example: The premium coffee retailer’s loyalty
program, “My Starbucks Rewards,” is
credited with playing a crucial role in the company’s “26 percent rise in profit and 11
percent jump in
total revenue in 2013’s second quarter fiscal results.” This is proof that
customers will pay even more for certain products and services if treated in
the right way.

Despite these benefits,
many companies opt out of loyalty programs, or run them inefficiently.
According to the National
Business Research Institute, 20
percent of businesses don’t have customer loyalty strategies in place, and 62
percent believe it is difficult to generate offers that map back to company
strategy.

It’s time to think about ways to
get customers to go nuts over your company. However, building (or improving
upon) an effective loyalty campaign doesn’t have to drive you nutty. Here are a
handful of tips and considerations to help you get those customers hopelessly
devoted to your emails and programs:

Gather Your Information, From Soup to Nuts

You have a goldmine of data, so
make sure you use it in order to create effective loyalty programs that content
customers will eagerly devour. A combination of historical and real-time data
provides an accurate and comprehensive view of customers’ actions and
preferences (i.e., Are they checking email from a phone or laptop? Are they
browsing or buying?) with the added bonus of predicting user behavior.

Going back to the Starbucks example,
the company has cited analytics and business intelligence as the secret sauce of its wildly
successful customer loyalty program, delivering personalized, relevant and
targeted discounts to customers. This information, in conjunction with email
marketing tools like segmentation and A/B split testing, will help you improve customer
experience, brand loyalty and bottom line results.

Convert Those Tough Nuts to Crack

It’s generally a good business
practice to follow the 80/20 rule (focusing most efforts on the 20 percent of
customers that truly drive revenue). Repeat customers spend an average of 67 percent more than a first time buyer, give referrals and are
more affordable to maintain than discovering new purchasers. However, you
should always be building your customer base so don’t ignore the other 80
percent—just treat them differently. And with technology today, you can still
target those customers that fall in the 80 percent with minimal effort to you.

Personalized information based on
key analytics is the best way to convert these historically tough customers.
Most email marketing tools allow you to automate much of this process, creating
tiers of loyalty and rewards programs with incentives for customers to upgrade
for more significant rewards, status and relationship-building.

Help Customers Spread the Word

The right customers will help you
amplify your message by forwarding your communications to their friends,
colleagues and families. Incorporate links and “share” buttons into your
communications, which will help your customers think about sharing and make it
easy for them to do. In a nutshell, this slight additional effort can yield
dividends in terms of extended promotional lifecycle, positive reviews, broader
brand recognition and more.

Savvy marketers are cash(ew)ing in on customer loyalty programs with the right tools and technology. Take these tips to create or improve your loyalty programs. For just minimal time and peanuts, you can see an increase in customer retention and revenue.